The Smiley Company's new youth-focused label, SmileyWorld Society, has been chosen as the new face of German underwear brand Schiesser. This direct-to-retail deal will launch SmileyWorld Society as a standalone brand within the Chinese market.
The line will include more than 100 pieces for men and women, including T-shirts, underwear and hoodies. The collection will be available in 300 shops and department store corners throughout China in spring.
"I'm very happy to have worked on this new project with our team of very hip Chinese designers working in our London studio and at Schiesser in Shanghai," says Nicolas Loufrani, chief executive officer of The Smiley Company.
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